Sending the same message to 10,000 leads and hoping 50 convert is how B2B marketing worked a decade ago. Account-based marketing flips that model: you pick the 50 accounts most likely to buy, then build campaigns specifically for them. The challenge is that ABM requires coordinating data, advertising, content, and sales outreach across dozens of stakeholders at each target account. This guide covers 15 ABM tools that handle different pieces of that puzzle, from intent data providers to demo automation platforms, so you can find the right fit for your team's strategy and budget.
TL;DR
- Account-based marketing (ABM) software helps B2B teams target specific high-value accounts with personalized campaigns instead of casting a wide net.
- Top ABM platforms for 2026 include Demandbase One, 6sense, and Terminus for enterprise-level orchestration, plus RollWorks and ZoomInfo for mid-market teams.
- Guideflow supports ABM by letting you create personalized interactive demos that engage target accounts and reveal buying intent.
- The right tool depends on your ABM maturity, existing tech stack, and whether you prioritize account identification, advertising, or engagement.
What's inside
This guide covers 15 ABM tools across multiple categories: all-in-one platforms, intent data providers, data enrichment tools, and content personalization solutions. You'll learn what each tool does best, when to use it, and how to choose the right fit for your team's strategy and budget.
What is account-based marketing software
Account-based marketing software helps B2B marketing teams and sales teams focus on specific high-value accounts rather than generating leads at scale. The core idea is treating each account as a "market of one," delivering tailored messaging to the roughly 10 decision-makers who influence a purchase decision at your ideal customers.
- Account identification: Find and prioritize accounts based on firmographics (company size, industry, revenue), technographics (tools they use), and intent signals (research behavior).
- Personalization at scale: Tailor messaging, content, and advertising for each target account without creating everything from scratch.
- Sales and marketing alignment: Connect marketing campaigns directly to sales activities with a unified view of account engagement.
- Engagement tracking: Monitor account-level analytics and intent signals to see which accounts are ready for outreach.
Types of ABM tools for B2B marketing teams
The ABM software category includes several distinct tool types. Understanding the differences helps you identify which solutions fit your specific situation.
Core ABM platforms
All-in-one solutions like Demandbase, 6sense, and Terminus combine account identification, advertising, orchestration, and analytics in a single interface. Core ABM platforms work best for mature teams managing complex, multi-channel ABM programs who want everything in one place.
Intent data providers
Tools like Bombora and TechTarget Priority Engine specialize in identifying signals that show which accounts are actively researching topics related to your product. Intent data, which tracks online research behavior across B2B websites, helps you prioritize outreach to accounts already in a buying cycle.
Account and contact enrichment tools
Enrichment tools add firmographic, technographic, and contact data to your existing CRM records. ZoomInfo and Clearbit fall into this category, helping you build complete account profiles for better targeting. Enrichment fills in the gaps when your CRM data is incomplete or outdated.
ABM advertising platforms
ABM advertising platforms serve targeted ads to specific accounts across display, social, and other digital channels. Unlike traditional advertising that targets broad audiences based on demographics, account-based advertising focuses spend exclusively on decision-makers within your target accounts.
Content personalization and demo automation tools
This category includes tools for creating tailored content experiences. Demo automation platforms let you build personalized product walkthroughs that engage target accounts without scheduling live calls, while capturing engagement data that reveals buying intent.
Sales engagement and orchestration tools
Orchestration tools coordinate multi-channel outreach sequences across email, phone, and social. Sales engagement platforms help teams execute personalized "account plays" by automating tasks and ensuring timely communication with key contacts.
When to use ABM software
ABM software delivers the best results in specific scenarios where a targeted, high-touch approach makes sense.
- High average contract value: ABM works when deal sizes justify the personalized attention and resources required for each account.
- Long sales cycles with multiple stakeholders: When buying processes involve large committees, ABM helps you orchestrate communication and build consensus across the organization.
- Clear ideal customer profile: You need to know exactly which accounts to target. A well-defined ICP is a prerequisite for effective ABM.
- Sales and marketing alignment: ABM requires tight coordination between teams. Poor alignment can lead to 30% longer sales cycles, so if your sales and marketing groups already collaborate on goals, ABM tools amplify their efforts.
ABM tools may not fit early-stage companies without a defined ICP, businesses with high-volume, low-ACV customers, or organizations lacking sales and marketing alignment.
ABM software comparison table
15 best ABM software and tools
1. Guideflow
Guideflow is a demo automation platform that supports ABM with personalized interactive product experiences. Instead of pushing every prospect into a "book a demo" funnel, you capture your product flow and turn it into clickable, step-by-step demos you can share with target accounts.
Best for: B2B teams looking to engage target accounts with personalized, on-demand product demos that reveal buying intent.
Key strengths
- Create personalized demos for each target account using dynamic variables
- Capture and share product experiences without engineering resources
- Track engagement at the account level to identify high-intent buyers
- Integrate with CRM and marketing tools to sync account data
- Distribute demos via email, website, or social for multi-channel ABM campaigns
Why choose Guideflow
Pick Guideflow when you want every target account to experience your product before a call. The analytics reveal which accounts are most engaged, helping your sales team prioritize outreach.
Pricing: Free plan available. Paid plans start at $40/month.
Start your journey with Guideflow today!
2. Demandbase
Demandbase is a comprehensive ABM platform for enterprise teams. It combines account identification, advertising, sales intelligence, and analytics into a single solution.
Best for: Large B2B organizations running mature, sophisticated ABM programs.
Key strengths
- AI-powered account identification and prioritization
- Native ABM advertising across display, social, and connected TV
- Proprietary and third-party intent data
- Deep sales intelligence for personalized outreach
Why choose Demandbase: Pick Demandbase for its AI-powered account scoring and cross-channel orchestration. It provides a complete picture of the account journey for enterprise-level execution.
Pricing: Custom pricing based on requirements.
3. 6sense Revenue AI
6sense Revenue AI uses predictive analytics to identify which accounts are in an active buying cycle before they reach out. The platform analyzes intent signals across a massive B2B data network.
Best for: Data-driven teams wanting to prioritize accounts based on predictive analytics.
Key strengths
- Predictive analytics to identify in-market accounts
- Rich intent data from a large B2B data network
- AI-driven account prioritization and scoring
- Anonymous website traffic identification
Why choose 6sense: Pick 6sense for its powerful buying stage predictions. It helps teams focus resources on accounts most likely to convert.
Pricing: Custom pricing based on requirements.
4. Terminus
Terminus is a multi-channel ABM platform with particularly strong advertising capabilities. It enables coordinated campaigns across display, chat, email, and web personalization.
Best for: Teams focused on executing sophisticated account-based advertising campaigns.
Key strengths
- Advanced display and social media advertising targeting
- Native integration with LinkedIn Matched Audiences
- Account-based chat experiences for website visitors
- Multi-touch attribution reporting
Why choose Terminus: Pick Terminus for its robust advertising features. It helps you surround target accounts with consistent messaging across every touchpoint.
Pricing: Custom pricing based on requirements.
5. RollWorks
RollWorks, a division of NextRoll, is an ABM platform designed to be accessible for mid-market companies. It combines account-based advertising with sales automation.
Best for: Growing B2B companies starting their ABM journey.
Key strengths
- Precise account targeting using firmographic and intent data
- Advanced retargeting and lookalike audience capabilities
- Sales insights to alert reps of account engagement
- Deep Salesforce integration
Why choose RollWorks: Pick RollWorks for its user-friendly interface and accessible entry point. It provides a solid foundation for account-based advertising.
Pricing: Custom pricing with options for growing teams.
6. ZoomInfo
ZoomInfo provides highly accurate contact and company data for account enrichment and targeting. Its core strength is the depth and accuracy of its B2B database.
Best for: Teams that need a foundation of accurate contact and company data for target accounts.
Key strengths
- Industry-leading B2B contact and company database
- Detailed company intelligence including org charts and technographics
- Streaming intent signals to identify in-market accounts
- Native CRM enrichment
Why choose ZoomInfo: Pick ZoomInfo to ensure your teams work with accurate, comprehensive data. Quality data fuels more effective targeting and personalization.
Pricing: Custom pricing based on requirements.
7. Bombora
Bombora is the leading provider of B2B intent data. Its proprietary Company Surge® data identifies which businesses are actively researching topics relevant to your products.
Best for: Teams wanting to prioritize accounts demonstrating clear buying intent.
Key strengths
- Unique intent data methodology based on a cooperative of B2B websites
- Extensive topic taxonomy matching specific products and services
- Widespread data partnerships with major ABM platforms
- Seamless CRM and marketing automation integration
Why choose Bombora: Pick Bombora to add a powerful layer of intent to your ABM strategy. It helps you focus on accounts already in-market.
Pricing: Custom pricing based on requirements.
8. Clearbit
Clearbit, now part of HubSpot, provides real-time intelligence for leads and accounts. It helps you understand customers, identify prospects, and personalize interactions.
Best for: Teams using HubSpot or needing a flexible, API-first approach to data enrichment.
Key strengths
- Real-time enrichment for web forms, leads, and contacts
- Comprehensive firmographic and technographic data
- Form shortening to improve conversion rates
- Website visitor reveal to identify visiting accounts
Why choose Clearbit: Pick Clearbit for its real-time enrichment capabilities that shorten forms and instantly qualify leads.
Pricing: Custom pricing based on requirements.
9. HubSpot Marketing Hub
HubSpot Marketing Hub includes a robust set of native ABM tools. You can manage target accounts, score companies, and run ABM campaigns directly within the HubSpot CRM.
Best for: Teams already using HubSpot CRM who want a tightly integrated ABM solution.
Key strengths
- Native integration with HubSpot CRM Platform
- Target account lists and properties for segmentation
- Automated company scoring to prioritize engaged accounts
- Pre-built ABM dashboards and reports
Why choose HubSpot: Pick HubSpot for a seamless, all-in-one experience if you're already invested in its ecosystem.
Pricing: Marketing Hub Professional starts at $800/month.
10. Marketo Engage
Marketo Engage, part of Adobe Experience Cloud, is an enterprise-grade marketing automation platform with powerful ABM capabilities.
Best for: Enterprise teams with complex marketing operations, especially those using other Adobe products.
Key strengths
- Advanced account profiling and scoring
- AI-powered predictive audiences
- Complex cross-channel campaign orchestration
- Seamless Adobe Experience Cloud integration
Why choose Marketo: Pick Marketo for deep customization and scalability within the Adobe ecosystem.
Pricing: Custom pricing based on requirements.
11. LinkedIn Sales Navigator
LinkedIn Sales Navigator is a social selling tool with essential features for account-based prospecting. It helps sales teams find the right people at target accounts and build relationships.
Best for: Sales teams doing account-based prospecting and outreach on LinkedIn.
Key strengths
- Advanced search for accounts and leads with detailed filters
- Relationship mapping to find paths into target accounts
- Real-time updates on account and lead activity
- CRM sync with Salesforce and other CRMs
Why choose Sales Navigator: Pick Sales Navigator to leverage LinkedIn's professional network for mapping buying committees and engaging prospects directly.
Pricing: Plans start at $99/month.
12. PathFactory
PathFactory is a content intelligence platform that helps you create personalized content experiences for ABM. It allows you to build curated "content tracks" and provides deep analytics on account engagement.
Best for: B2B teams with a content-heavy ABM strategy.
Key strengths
- Curated content tracks for personalized buyer journeys
- Deep engagement analytics measuring actual content consumption
- AI-powered content recommendations
- Personalized microsites for target accounts
Why choose PathFactory: Pick PathFactory to understand and influence the buyer's journey through content. It shows exactly what content resonates with target accounts.
Pricing: Custom pricing based on requirements.
13. Drift
Drift is a conversational marketing platform that uses chatbots to engage website visitors in real-time. Its ABM features deliver personalized chat experiences for target accounts.
Best for: Teams wanting to engage target accounts the moment they visit the website.
Key strengths
- Account-based chat playbooks for personalized greetings and routing
- Real-time alerts when target accounts visit the site
- Integrated meeting scheduling
- Revenue attribution for chat impact
Why choose Drift: Pick Drift to instantly connect your pre-sales teams with high-value prospects from target accounts.
Pricing: Custom pricing based on requirements.
14. Apollo.io
Apollo.io is a sales intelligence and engagement platform offering a large contact database, sequencing tools, and account scoring at an accessible price point.
Best for: Growing teams and startups looking for an affordable platform for prospecting and engagement.
Key strengths
- Extensive database of contacts and companies
- Multi-channel email and call sequences
- Account scoring to prioritize engagement
- Workflow automation
Why choose Apollo.io: Pick Apollo.io for its value, combining a massive B2B database with robust sales engagement features at a lower cost than enterprise alternatives.
Pricing: Free plan available. Paid plans start at $49/month.
15. LeanData
LeanData specializes in lead-to-account matching and routing within Salesforce. It ensures every incoming lead is correctly associated with the right account and routed to the right owner.
Best for: Companies with complex lead management and routing needs in Salesforce.
Key strengths
- Industry-leading lead-to-account matching algorithm
- Drag-and-drop interface for building routing flows
- Advanced attribution models
- Native Salesforce application
Why choose LeanData: Pick LeanData to solve the foundational data problem of connecting leads to accounts. Clean routing is essential for any ABM program to function correctly.
Pricing: Custom pricing based on requirements.
How to choose the right ABM tool
Choosing the right ABM tool requires looking beyond features to how a solution fits your strategy, team, and tech stack.
- Define your ABM maturity: Are you starting out or running a mature program? Beginners may benefit from a simple point solution, while advanced teams might require a comprehensive platform.
- Map your existing tech stack: How will the new tool integrate with your CRM, marketing automation platform, and ad networks? Seamless integration is critical for aligning sales and marketing.
- Identify your primary use case: What's your biggest challenge? Prioritize tools that solve your most pressing problem, whether that's account identification, advertising, or engagement.
- Consider team size and resources: Some platforms require significant resources for implementation. Ensure you have capacity to adopt and effectively use the tool.
- Evaluate data quality and coverage: How accurate is the tool's data for your target market and regions? ABM campaign success depends on underlying data quality.
Turn ABM targets into pipeline with interactive demos
The success of any account-based marketing program depends on delivering relevant, compelling experiences to target accounts at the right moment. While identifying and advertising to accounts is crucial, converting attention into pipeline requires a frictionless way to showcase your product's value.
Interactive demos let you give every target account a personalized, self-guided product experience. This approach eliminates scheduling friction and captures deep engagement data that reveals account-level intent, helping your sales team prioritize outreach and turn engaged accounts into qualified opportunities.
Start your journey with Guideflow today!
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